Brian Cliette

Step-by-step Guide to Segmentation in ActiveCampaign for Successful Email Marketing

If you’re looking to amplify your email marketing game, knowing how to create a segment in ActiveCampaign is key. This powerful tool lets you categorize your contacts based on shared attributes, making your campaigns more targeted and effective.

Whether you’re a newbie to ActiveCampaign or an old hand seeking to brush up on your skills, you’ve come to the right place. This guide will walk you through the steps of creating a segment, so you can reach your audience in a more personalized, impactful way.

Remember, it’s not about blasting everyone with the same message. It’s about reaching the right people, with the right message, at the right time. And that’s where segmenting in ActiveCampaign comes in. Let’s dive in, shall we?

What is ActiveCampaign?

ActiveCampaign, in simple terms, is your ally in email marketing.

Imagine having the capability to send out personalized emails with utmost perfection to your customers. That’s exactly what you can achieve with this robust platform. It utilizes certain tactics that not only send out emails, but also track user actions and engagement. It’s all about being efficient and effective in your communication.

ActiveCampaign is a powerful tool that uses marketing automation, email marketing, and CRM software together to nurture your business relationships. It has over 20 pre-built automations and predictive sending features that take away the guesswork from your marketing strategies. You can segment your audience based on their interactions and preferences, allowing you to create more targeted and effective campaigns.

So how do you interact with your audience with ActiveCampaign? It’s simple. It utilizes automation technology which allows you to interact with your subscribers on a more personal level despite the process being completely automated. You’ll be able to fine-tune your marketing strategies based on the feedback and interaction data whichever segment of your audience provides.

With ActiveCampaign, every email sent is an opportunity to learn more, connect more, and grow more. You design a campaign, deliver it, and from there the platform provides you with the tools and data you need to optimize your strategy. It’s all in the palm of your hands.

In the next sections, we’ll get deeper into how to build segments in ActiveCampaign, understand its analytics, and use these insights to your advantage. Stay tuned. Buckle up for what is going to be a comprehensive walkthrough.

Why create segments in ActiveCampaign?

As your contact list grows, segmentation in ActiveCampaign becomes increasingly critical. Why’s that? Well, segmentation lets you divvy up your contacts based on shared attributes such as demographics, behavior, geography, or even their stage in your sales funnel. And, as you can imagine, this level of detail allows for hyper-targeted marketing interactions.

ActiveCampaign’s segmentation isn’t just about splitting your contacts into different groups; it’s about making smart decisions based on tangible data. That’s where the platform’s built-in analytic tools come in. By leveraging data, you’re able to tailor and personalize your approach to your audience’s needs and preferences. The objective isn’t just to interact with your subscribers – the intention is to engage with them in a way that enhances your relationship while also encouraging interactions of their own.

Personalization is a powerful strategy in email marketing. It’s no longer about sending mass emails hoping to appeal to everyone; it’s about establishing real connections. Segmentation in ActiveCampaign goes beyond the one-size-fits-all approach and allows you to nurture your subscriber relationships at a granular level.

ActiveCampaign offers advanced automation features that make segmenting a breeze. These features free up time that would normally be spent on manual tasks, giving you more time to focus on boosting your email marketing strategy.

Next, let’s walk through the process of how to create segments in ActiveCampaign and how to use the insights from these segments to your advantage. Here, we’ll provide a comprehensive guide on segment creation and optimization. Let’s dive in.

Step 1: Log in to your ActiveCampaign account

Before you can tap into the power of segmentation, you need to get inside your ActiveCampaign dashboard. It’s quite straightforward and if you’ve used ActiveCampaign before, it’s business as usual. Just head over to the ActiveCampaign login page and enter your registered email address and password. Let’s break down the steps.

As a first step, launch your preferred web browser. It could be Chrome, Safari, Firefox, or Edge. Type in the URL of ActiveCampaign in the address bar:

Once you’re on the homepage, look for the Login button located on the upper right corner of the page. Clicking this button redirects you to the login page where you’ll be asked for your credentials.

In the presented fields, enter your registered email address and password. Ensure you’ve inputted them correctly to avoid any issues accessing your account. It’s vital to remember that ActiveCampaign is case sensitive, so be constructive about capitalizations you might have used during registration.

Click “Login” for the next step.

The login leads you to the ActiveCampaign dashboard. This is your command center for navigating through various features and tools offered by the platform, including segmentation. From this central dashboard, you’ll oversee the execution of your email marketing strategies, so get comfortable finding your way around.

Did you forget your password? Don’t worry! You can always reset it by clicking on the “Forgot your password?” link on the login page. You’ll be asked for your registered email address, and then instructions to reset your password will be sent.

Now that you’re in, it’s time to dive into the specifics of using segments in ActiveCampaign. Creating segments directly from the ActiveCampaign dashboard fosters more focused marketing approaches. Keep following the guide for a deep dive into leveraging the segmentation function for superior customer engagement outcomes.

Step 2: Navigate to the Lists and Segments page

Now that you’re logged into your ActiveCampaign dashboard, it’s time to move on to the next critical step. Let’s dive into lists and segments, the foundations of successful and highly targeted email marketing campaigns.

Start by looking at the sidebar on your dashboard. You’ll see a tab labeled ‘Contacts’. Hover over this and a sub-menu will drop down. Here, you’ll find the ‘Lists and segments’ link.

Locating the Lists and Segments Link

Follow these simple steps:

  • Hover over ‘Contacts’
  • A drop-down menu appears
  • Click on ‘Lists and Segments’

It’s as simple as that. The platform has been designed with user-friendliness in mind, making it incredibly easy for you to find your way around – regardless of your technical expertise or background in digital marketing.

Exploring the Lists and Segments Page

Upon selecting the ‘Lists and Segments’ link, you will come across a page with a whole host of options. This is your playground for effective email marketing strategies. Here, you can create lists based on various parameters such as purchase history, website behavior, and more.

You can also create segments within these lists. Segments allow for a level of personalization that goes beyond broad categories. Rather than sending the same generic email to everyone on your list, you can tailor your messages to fit specific groups within your audience.

Starting from the basic details like name and demographic information, you can dive deeper into the customer’s journey by looking at important factors like their website behavior, link clicks, open rates, and more.

Eager to take a deep dive into creating your first segment? Stay tuned for the guide’s next parts, as we take you through the process of collecting data and creating custom fields that will pave the way for a successful segmented marketing campaign. Remember, the goal here isn’t to reach as many people as possible, but to reach and resonate with the right people.

In our next chapter, ‘Step 3: Collecting Data & Creating Custom Fields’, we’ll look into how to collect valuable data and create custom fields to help you identify and categorize your contacts in an actionable and effective way. With these advanced insights, you’ll be well on your way to master the art of email segmentation in ActiveCampaign.

Step 3: Create a new segment

Now that you’re familiar with the Lists and Segments page, let’s roll up our sleeves and dive into creating a new segment. This is a critical part of your email marketing strategy, where you’ll be using the data you’ve collected to tailor emails to specific groups. Remember, targeted emails deliver a 77% higher click-through rate than non-segmented ones.

First things first, locate the ‘create a new segment’ option, prominently displayed at the top of the page. Once you’ve clicked on it, you’ll be directed to the segment creation screen. Here, you’ll be creating the very rules that define your segment. To help you along, we’ve broken down the process into three simple steps:

  1. Define your rules
  2. Specify recipients
  3. Review and save your segment

Define the set of rules that determine who falls into your segment. These rules could be based on anything from registration dates to product preferences. This section is interactive, meaning you’re able to add as many rules as you see fit. Just ensure they’re meaningful and align with your email marketing objectives.

Once you’ve defined your rules, you’ll move on to specify the recipients. This is usually a selection of the lists that you want to segment. You could choose to segment all the lists, a specific list, or even a select group of lists.

After you’ve completed these steps, you’re ready to review and save your segment. Here, you’ll be able to verify if your rules have been correctly applied, and if the right lists have been chosen. If you’re satisfied that everything is as it should be, click ‘save’ and voila—you’ve successfully created your very first segment in ActiveCampaign!

Whatever you do, don’t forget to give your segment a name. Remember, the more distinctive, the better. It will save you a lot of headaches when you’re juggling multiple segments!

Armed with your new segment, it’s time to get creative. After all, segmentation is a tool. The true power lies in how you choose to wield it—whether that’s through personalized emails, tailored content or innovative marketing strategies. The only limit is your imagination! So, reach for the stars and watch as your email marketing efforts transform before your eyes.

Step 4: Define segment criteria

So, you’ve got your new segment set up in ActiveCampaign: what’s next? It’s time for arguably the most critical part: defining your segment criteria. This step demands a deep dive into your customer data to carve out the most relevant, engage-worthy segments for your email marketing campaigns.

When it’s about segment criteria, think of it as guidelines that dictate which contacts fit into your new segment. Those guidelines could be based on any metric or data you’ve acquired about your contact base. Geographical location, past product purchases, website behavior: you name it and it’ll probably serve as excellent fodder for segment criteria.

Your tool for this job? ActiveCampaign’s advanced search options. Find them at the top of the Contacts view, where you’ll see a dropdown menu labeled “Search contacts.” Click on that, and bam: countless options unfold straightaway.

You’ll discover criteria as broad as “country” and as specific as “visited a specific webpage.” You’re free to use any combination of these filters to suit your unique marketing needs. Simply add a condition to your search, wait for the search results, and if they meet your expectations, congrats, you’ve just defined your segment criteria.

Remember, there’s no one-size-fits-all criteria in marketing. Segmentation is all about personalization, and it’s essential that your criteria reflect the distinct preferences and behavior of your customer base. So, dig deep into your data, make thoughtful choices, and then the world of segmented email marketing is yours to conquer.

Bold Tip: Don’t be scared to get creative with criteria. Maybe your most engaged customers are those who’ve made purchases in the past month, live in California, and love your blog. If so, there’s a new segment brewing right there. Tinker around, experiment. You never know when you’ll strike gold.

Step 5: Save and test your segment

With your segment criteria defined, it’s time to move to the next crucial step: saving and testing your segment in ActiveCampaign. This stage allows you to review your results and confirm your criteria are set appropriately.

Saving is straightforward. Just click on ‘Save’ after you’ve set all the criteria. Remember that your saved segment will now be available under the ‘Segments’ category in ActiveCampaign. By saving, you’re creating an opportunity to revise, revisit, and refine your segmentation process flexibly and comfortably.

The real challenge comes in testing your segment. You need to make sure it works effectively, aligns with your marketing targets, and actually helps towards achieving your goals. Remember, segmentation isn’t just about creating groups. It’s best thought of as a tool allowing you to reach out to the right people with the right content.

To test your segments, consider mailing a subset of contacts. Check if they interact with your content in the expected manner. Did they open your emails? Have they clicked on any links? The key here is analyzing their behavior and refining your segmentation strategy based on this information. These analytics are crucial for optimizing your email marketing strategy.

Testing isn’t a one-time act. You’ll keep evolving your segment criteria based on data trends and adjustments in your marketing approach. It’s always crucial to keep an eye on feedback and patterns of behavior. You can use the ‘Reports’ section in ActiveCampaign to visualize this information. From there, you can make changes accordingly without losing out on any potential engagement or conversion opportunities.

Explore ActiveCampaign’s flexible search and segmenting capabilities. You’ll be well on your way to mastering the art of email segmentation in no time. By constantly developing and testing your segments, you’re not only becoming a more adept marketer but also ensuring your marketing efforts turn out to be more efficient and impactful.

Step 6: Use your segment in campaigns

Yes! You’ve successfully created your segment in ActiveCampaign and it’s now time to put it to use. This is where your hard work begins to pay off. You’re about to see the significance of your efforts when you start employing your carefully crafted segment in actual marketing campaigns.

Starting your campaign may seem like a daunting task, but trust us, it’s simpler than it seems. To effectively target your segmented audience, you must first select your segment when you are setting up your campaign. In the ‘recipients’ section of the campaign builder, simply choose your segment. It’s as easy as it sounds.

Bear in mind the ultimate aim, though. You’re striving to increase engagement and conversions. So, whether you’re sending out newsletters, promotional deals or follow-up emails, be sure to customize your content to align with the interests and preferences of the members in this segment.

Studies have shown that segmented campaigns produce as much as a 760% increase in revenue. Tailoring every message to a segment entails significantly more relevance, thereby boosting engagement.

Data Revenue Increase
Unsegmented 0%
Segmented 760%

In the quest to make your campaign effective, maintain an eye on the analytics. ActiveCampaign provides robust analytics that can help refine your existing campaigns and shape future ones. Remember, data is the backbone of successful marketing.

A favorite saying amongst seasoned marketers is, “Test, refine, repeat”. The conversion rate doesn’t shoot up overnight. It’s a slow, steady process completely deserving of your attention.


You’ve navigated through the journey of creating segments in ActiveCampaign. You’ve seen the power of data and analytics in customizing your marketing strategy. Now, you’re ready to apply this knowledge in your campaigns. Remember, it’s not just about setting up a segment. It’s about aligning your content with the interests of your segment members. This isn’t a one-time process. Continual refinement is key to boosting revenue and achieving optimal results. You’re now equipped to take your email marketing to the next level with ActiveCampaign. So go ahead, harness the power of segmentation, and watch your business grow.

Frequently Asked Questions

What is the article about?

The article is a step-by-step guide on creating segments in ActiveCampaign for email marketing. It also emphasizes the significance of segmentation and the use of data analytics to personalize marketing strategies.

What is the importance of segmentation in email marketing?

Segmentation is prevalent in email marketing because it helps personalize approaches according to various customer segments. By understanding the preferences and interests of each segment, you can tailor your content more effectively, potentially leading to higher revenue.

What is the sixth step discussed in the article?

The sixth step discussed in the article is about using the created segment in marketing campaigns. This involves selecting the segment when setting up a campaign and customizing content to align with segment members’ interests and preferences.

How can segmented campaigns impact revenue?

The article highlights that segmented campaigns can significantly increase revenue. This is because targeted and personalized content resonates better with the audience, leading to higher engagement and ultimately increased sales.

What is the importance of data analysis in email marketing?

Data analysis in email marketing is crucial as it enables the continuous refinement of campaigns. Through analytics, marketers can assess the effectiveness of their strategies and make necessary adjustments for optimal results.

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About me

My name is Brian Cliette; I help brands and entrepreneurs find sustainable paths to sales growth on the social internet.

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